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The Art of Logotype Calibration 🔍

We recently teamed up with the amazing to calibrate the new logotype they developed for their client, Aliados Consulting.

What exactly goes into a calibration project? Our main goal is to elevate, not necessarily create. We take the brilliant foundation built by designers and art directors and apply technical refinement. For this project, that meant:
✨ Reshaping and balancing forms optically
✨ Precision respacing
✨ Packaging the final asset as a working OpenType font for seamless implementation

We also developed two distinct optical sizes: Display and Micro.

From Designers to Designers, this is a highly technical process of problem-finding, iteration, and constant dialogue. 🤝

Testing is a crucial (and often expensive) part of this process. To solve this, at we developed custom simulation tools that allow us to predict exactly how a form will behave across print, screens, and light at various sizes—meaning we don’t have to wait for physical proofs to iterate quickly. 💡

Swipe to see the process! Let us know your thoughts in the comments. 👇

How close have you ever looked at paper? For the last two years, we’ve been looking very, very close at it.

We’ve even ditched our magnifying thread counters in favour of pocket microscopes. Our students got very curious. Some workers at printing houses chuckled at our nitpicking, others met us with curiosity. And some Designer friends of ours got microscopes of their own, too!

Sharing our curiosity in finding new worlds under a microscope, here are some very close photographs of our latest project – we can’t get enough of forests made of fibres, pigments percolating through white wooden sponges, the never-ending shiny textures of paper coatings.

Again, how close have you ever looked at paper? And what have you found? Let us know in the comments.🔍